1. Allison Cupillari - Resume
Address: 143 Ash Road, Prestons NSW 2170
Mobile: 0407 357 241
Email: a_cupillari@hotmail.com
Career Overview:
Marketing Manager
I am a Marketing Manager with over 13 years of experience. In my current role as
a Senior Manager at Oldfields, I am a key stakeholder in developing the
company’s three year strategic plan and have had the opportunity to focus on
and strengthen my sales expertise.
Previous to this I spent six years in leadership positions with Sunbeam Corporation
during which, I developed a broad range of experience in all aspects of brand
management, product marketing, staff management, category management,
developing brand and product strategies, new product development, product
forecasting and budgeting.
An extremely passionate marketeer, my strengths lie in brand management,
account management, product channel management, developing and
executing pricing strategies, product portfolio management and creating
compelling communication & go-to-market strategies.
I am highly skilled in creating and implementing strategies as well as delivering
projects on time and within budget. As a leader, I provide clear direction to my
team and bring a motivational energy inspiring those I work with.
My goal is to work with a company, where I can utilise my experience and further
develop my leadership skill set.
1
2. Career History:
Oldfields (March 2013 – November 2014)
Trade Marketing Manager
Responsible for the Consumer Division, which includes paint applications, for example; paint
brushes, roller covers & paint accessories as well as outdoor storage solutions, including
garden sheds and workshops. Also, due to the growth of the business, I share National
Account Management responsibilities for Masters, John Danks (Home Timber & Hardware) and
Mitre 10.
Key Responsibilities:
· Creating marketing strategies for the different industry channels.
· Account Management, business reviews, 12 month promotional plans, planograms and
pricing maps.
· Budgeting
· Forecasting
· Devise and monitor strategic marketing plans to achieve budget, market share and profit
objectives.
· Drive Insights Research for innovation and new product development.
· Establishing & fostering the Brand Equity both internally and external.
Achievements:
Successfully secured the Masters account for the next 2 years as their key strategic supplier
for Paint Applications. This 6 month project included;
o Market Research; to better understand the needs & wants of the DIY customer. Specific
areas of discussion focused on how they shop, how they process promotions and product
information, what products they are looking for and also pricing.
o Market Sales Data Analysis; to identify hero product categories in the DIY market, best sellers
and best performing promotions.
o Competitor Analysis; review of Bunnings and Mitre 10 business including pricing, store layouts,
product offerings and promotions.
o Phase 1 – Signage & Communication Submission; the signage and communication pieces
were well received, so much so that Masters preceded with our signage designs.
o Phase 2 – Product Range Submission; around 40-50 new product lines submitted and all were
accepted.
o Phase 3 – Planogram Submission; 10 bays of planogram’s worked up and finalised with the
Masters Buyer.
o Phase 4 – Pricing & Trading Terms Submission & Discussion.
Reviewed and implemented a new pricing strategy for the different industry channels,
Hardware, Paint Specialist and Trade to ensure that Oldfields maximised their opportunities for
value growth in the strongest performing channels, whilst maintaining market position in
2
3. declining/smaller channels.
Developed and presented 12 month strategic business plans for key accounts to set core
ranging, secure new product launches and maximise catalogue & promotional opportunities.
This in-hand ensures that Oldfields can deliver the best possible service to accounts, delivery of
stock in full and on time, and efficient ordering of stock into the warehouse.
Developed and introduced a New Product Development Process to the business. This
process has required some fostering as it is a new, but welcomed direction for the business
and its people. Oldfield’s is nearing its 100 years and the New Product Development Process
that involves all employees ensures the future of the Oldfields brand.
Sunbeam Corporation (2000 – March 2013)
Senior Product Marketing Manager
2009 – March 2013
I was responsible for the Beverage Category, which encompassed coffee machines, coffee
grinders, juicers, water and novelty appliances. This totaled 117 SKU’s, with sales turnover in
excess of AUD$40 million.
The Sunbeam Appliances portfolio is worth over AUD$120 million with an annual marketing
spend of AUD$8 million.
I was responsible for AUD$3 million Advertising and Promotional spend with two direct reports.
Key Responsibilities:
· Leading and overseeing brand initiatives related to the sales & marketing of products. This
involved working closely with senior product managers, all internal departments and external
suppliers to ensure the ongoing success of the brand.
· Devise and monitor strategic marketing plans to achieve budget, market share and profit
objectives.
· Build three year Product Roadmaps with biannual reviews.
· Drive Insights Research, driving innovation and new product development.
· Continuing pricing reviews, budget tracking, forecasting and stock management.
· Form channel distribution strategies.
· Strategy development and execution of ATL advertising, including a total print spend of
AUD$1.8 million and a television spend of AUD$4 million.
· Present to retail buyers and the organization.
· Fostering the Brand Equity both internally and external.
· New product sourcing from international electrical trade shows in Hong Kong, Canton,
Chicago and Milan.
Achievements:
Incorporated Sunbeam Brand guidelines and approval process throughout the business to
ensure all communication pieces correctly represented the brand and are in line with the
Brand Plan.
3
4. Launched the Sunbeam Café Series II range of appliances in April 2012. This is Sunbeam’s
flagship range of premium priced appliances to maintain and build on Sunbeam’s market
leading position. The launch included; Print & TVC, In-store displays with VOX pops, In-store
POS, Range Brochure, QR codes and website. Also prior to the in-store activation there was a
national roadshow to all retailers and a media launch.
Redeveloping new packaging designs for the Sunbeam core range and the Sunbeam Café
Series range. This was executed with an external packaging design agency and the rollout
was carried across new and existing products.
Implemented a marketing ethos ‘Tomorrow’s Leader, as very little separates brands in small
electrical appliances so it’s the little things that count. So although Sunbeam was the market
leader then who will be the market leader tomorrow? Therefore every time the marketing
team starts a new project the question is asked is this direction going to make Sunbeam
‘Tomorrow’s Leader’.
Senior Product Manager, Beverage & Toasters
2005 – 2009
Key Responsibilities:
· Strategic development and execution of annual marketing plans.
· Forecasting and stock management.
· Prepare Category Reviews and present to senior management team, key business partners,
and design and technology departments.
· Responsible for new product development to ensure continued growth of portfolio.
· Sourcing new products from international partners.
· Execution of above the line advertising strategies.
· Develop and present new product presentations to retail buyers and national sales team.
· Manage the New Product Development process, including writing product briefs, product
testing and working closely with Sunbeam’s internal design and engineering departments.
· Complete product packaging, including photography (lifestyle, food, and product),
copywriting and instruction manuals/DVD.
· National consumer exhibitions; stand design, staff management, and sales training.
· Brief, manage and launch a new website and maintain the corporate website.
· Liaise and develop relationships with a number of external agencies; public relations,
packaging design, printers, web designers, product design agencies, advertising, media
buyers and promotions.
Achievements:
Created and developed a relationship with a coffee ambassador, Australia’s first World
Barista Champion, Paul Bassett, in order to ascertain credibility in espresso machines and
further Sunbeam’s growth in the coffee category. Because of their history, European brand
names had a well-established respect in the market, so although Sunbeam was a trusted
brand, when it came to espresso machines Sunbeam needed to build respect. Sunbeam
enlisted Australia’s first World Barista Champion, Paul Bassett. Paul had the respect and
4
5. credibility, and combined with one of Australia’s most trusted brands, Sunbeam, we had a
winning combination.
Developed the ‘Unleash the Barista’ coffee media strategy that picked up two awards.
Recognised for innovation it won the Home and Consumer Durables category at the annual
Media Federation Awards. Following this the strategy also won The Best Contribution to Media
Thinking at the bi-annual Australian Creative Planning Awards. The concept includes a free
hands-on coffee appreciation course for any consumer who purchases a Sunbeam espresso
machine, as well as a free instructional DVD. Experimental strategies like this enable consumers
to interact with the brand and are highly effective.
Launched the Sunbeam Café Crema espresso machine in December 2001, which triggered
the revitilisation of what was at the time a small, established category traditionally owned by
European brands. This product achieved the +10% unit and +15% value share objectives.
Awarded and Australian Design Mark the Café Crema after nearly eight years on the market
remains a best seller and opened the door to new category opportunities, including coffee
grinders and accessories.
Other roles at Sunbeam included;
Product Manager, Beverage & Food Preparation ~ 2002 – 2005
Assistant Product Manager, Kitchen ~ 2000 – 2002
Dairy Farmers ~ 1994 - 2000
Marketing Assistant, Dairy Foods
Applications/Software:
Advanced in Microsoft Word, Excel & PowerPoint
Indesign
Cognos
IBS
Pronto
Relevant Education & Certification:
Certificate 4 Training and Assessment – 2009
Bachelor of Business Majoring in Marketing Degree – 2003
Advanced Diploma in Marketing Management – 1997
High School -1992
Interests:
Sport & fitness – Jazzercise and outdoor & indoor netball
Socialising with family and friends
Cooking and baking
5
